"The most profound convergence may be breaking down silos within teams and organizations to create a world where paid and owned tactics work in unison to deliver a brand dialogue that is intelligent and unified across every digital touch point. https://t.co/kcZ10srgfL

… these approaches are becoming less and less justifiable from an ROI perspective due to the level of machine-learning investment by the big ad tech platforms. We shouldn’t, however, just turn over the keys entirely to platform partners. The strategy evolves to ensuring brands are setting appropriate conversion goals and supplementing the modeling with high-fidelity feedback in the form of their … first-party data and customer segmentation